Google has undergone a wholesale rebrand of its adtech wares by unifying its DoubleClick products and Google Analytics 360 Suite under the Google Marketing Platform, along with the debut of a new Google Ads offering in a bid to simplify online advertising for buyers and sellers alike.
The new Google Marketing Platform also sees the debut of “Display & Video 360” which unifies features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center features to better enable “end-to-end execution”.
Meanwhile, Google Ad Manager will serve as a unified platform for media owners to monetize their content with the update bringing together DoubleClick for Publishers and DoubleClick Ad Exchange.
This fundamental overhaul will also involve the retirement of the 18 year-old Google AdWords brand which will now be known as Google Ads in a move that represents the behemoth making insights from its owned and operated media offerings – such as Google Play, YouTube, and third-party websites – to improve keyword targeting on Google Search.
In a blog post announcing the overhaul, Sridhar Ramaswamy, Google, vice president of ads and commerce, explained that the moves were geared towards simplifying its monetization offering, as well as further extending the appeal of its buy-side wares to the long-tail of advertisers.
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